Why Building Relationships with Distributors and Retailers Matters

For wineries, working closely with distributors and retailers is one of the best ways to grow. These partners help bring your wine to new customers. Without them, it’s harder to get your bottles on shelves or wine lists.

But times have changed. Distributors used to focus mostly on selling your wine. Now, they act more like connectors—giving you access to stores, bars, and restaurants. That means you need to take the lead in marketing and helping them succeed with your wine.

Easy and Effective Programs to Support Distributors

1. Offer Case Deals to Encourage Orders

Want retailers to buy more? Try this:

• "Buy 5 cases, get 1 free."
  
  

• Let them mix and match wines within the deal
  
  

This makes it easier for stores to try more of your wines—and come back for more.

2. Use Special Pricing to Boost Sales

Discounts for new accounts or limited-time offers can get attention fast. Example: Give a lower price on mixed cases for wine-by-the-glass deals in restaurants.

3. Motivate Sales Reps with Bonuses

Distributors have sales teams. Give them a reason to focus on your brand. Offer rewards for:

• Hitting sales targets
  
  

• Getting your wine into new stores or restaurants
  
  

4. Help with In-Store Support

Buy a display or organise tastings in retail stores. A 10-case feature with weekend tastings can make a big difference. It increases visibility and drives reorders.

5. Invite Them to Your Winery

Host tours or retreats for key distributors and retailers. Show them your winery, let them taste everything, and teach them your story. This builds loyalty and creates stronger advocates for your brand.

Use Data to Make Smart Decisions

Data is powerful. Use sales info and market trends to guide your decisions:

• Which wines are selling well?
  
  

• What do customers want?
  
  

• Where should you focus next?
  
  

Distributors love it when you use data to back up your strategy.

Keep Communication Open and Regular

Talk often. Share updates on:

• New products
  
  

• Marketing efforts
  
  

• Inventory availability
  
  

Also, listen. Ask for feedback and be open to ideas. Strong communication builds trust and better results.

Team Up with Other Wineries

You don’t have to do it all alone. Partner with nearby wineries to:

• Co-host tastings or events
  
  

• Offer bundled packages like "Local Wine Sampler".
  
  

• Share costs on marketing or distribution
  
  

Together, you can reach more people.

Adjust to Market Challenges

The wine world is always changing. Be ready to adapt:

• Add direct-to-consumer options
  
  

• Try new wine styles or packaging
  
  

• Stay informed about distribution laws in your area
  
  

Being flexible helps you stay competitive.